Shashu

Challenge:

Toyla (from Kazakh тойла – “celebrate”) is a summer music festival that brings global stars to Almaty. We needed to announce the headliners in a way that was exciting, culturally resonant, and rooted in local traditions – not just another standard lineup reveal.

Idea:

“Shashu” is a Kazakh tradition of throwing candies before celebrations. Catching one is believed to bring joy and good fortune, and the act itself sets the tone for the festivities to come. We decided that Toyla’s headliners deserved their own “shashu” – and turned this beloved tradition into the headliner reveal.

Execution:

We created custom candies with the names of Toyla’s headliners printed on the wrappers. In the film, the candies fly through the air, each revealing a star from the lineup. This way, the headliner announcement became a culturally resonant moment, blending tradition with the excitement of a global music festival.